Exhibitors Herald (Jul-Sep 1922)

Page scan 000204 from Exhibitors Herald

Record Details:

Title:
Exhibitors Herald
Date:
Jul-Sep 1922
Author:
Exhibitors Herald Co.
Publisher:
Chicago, Exhibitors Herald
Volume:
Exhibitors Herald (Jul-Sep 1922)
Leaf #:
000204
Language:
English
Collection:
Hollywood Studio System and Early Cinema
Format:
Periodicals
Contributor:
Media History Digital Library
Sponsor:
Media History Digital Library
Coordinator:
Media History Digital Library
Description:
Founded in 1915 by a Chicago printing company as a regional trade paper for Midwest exhibitors. In 1916, editor Martin Quigley bought out the owners, and over the next 15 years, he grew EXHIBITORS HERALD into one of the most important national, weekly trade papers in the film business. Quigley acquired MOTOGRAPHY in 1917 and MOVING PICTURE WORLD in 1927. In 1930, he acquired MOTION PICTURE NEWS and the new 'consolidated' publication became MOTION PICTURE HERALD. From the pulpit of his editorial page, Quigley preached the need to improve the motion picture industry and improve the quality of the films. He skillfully served as a mediator in disputes -- between distributors and exhibitors, between the film industry and the Catholic Church (Quigley was one of the architects of the Production Code). Quigley claimed that EXHIBITORS HERALD represented the 'independent exhibitor' and sections like 'What the Picture Did for Me?' certainly provided a forum for theater owners. But plenty of exhibitors viewed Quigley as a servant to the studios and large theater chains. In response, publications such as SHOWMEN'S TRADE REVIEW, INDEPENDENT EXHIBITORS FILM BULLETIN, HARRISON'S REPORTS, and BOX OFFICE were either formed or grew significantly in the years following Quigley's brief moment of consolidation in 1930. -- Eric Hoyt, 2014
Date Added:
July 25, 2024
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12 EXHIBITORS HERALD July 15, 1922 An AD VERTISING INDUSTRY WHY '"PHIS is an advertising industry. In the motion picture industry, and in none other, advertising is an integral part of the basic product. In the soap, soup or cigarette business, alliteratively selected examples of a commerce-wide condition, an intensive introductory campaign establishes brand name and trade mark, giving way to an adequate sustaining program made up of complementary units. It is not necessary to sell each bar of soap, each can of soup or each packet of cigarettes, on its individual merit. Obviously, the uniformity of product fundamentally accountable for the success of this method in these and other businesses is totally incompatible with the essential requirements of the photoplay market. In the motion picture business the successfully administered unit of product is complemented by its advertising uninterruptedly throughout its course from producer to theatre patron via distributor and exhibitor. Common unwarrantable demonstrations show that break in this dual continuity at any point along the line invariably is followed by abrupt declination in the cash value of the subject. Commercially, a motion picture can be no greater than its advertising. W. R. W.